How to sell a digital agency
Agencies are valued on retained recurring revenue, client concentration and whether the business runs without the founder.
The value drivers
Retainer revenue rather than project fees
No single client over ~15–20% of revenue
A senior team that owns client relationships
What drags the price down
The risks a buyer discounts
- Founder-dependent client and new-business relationships
- Project-based revenue that resets to zero each month
Typical valuation
typically 3–6× EBITDA, higher for specialised, retainer-heavy agencies.
Usual buyeragency networks, holding companies and PE roll-ups
Indicative only — your defensible range is built from your actual numbers.
How to prepare a digital agency for sale
Know your number
Get a defensible valuation grounded in your normalised earnings and how buyers actually price businesses like yours.
Close the value gaps
Fix what discounts the price — the risks above — and strengthen the drivers buyers pay a premium for.
Clean the books & data room
Normalise financials and assemble a buyer-ready data room so nothing derails the deal in due diligence.
Run a managed process
Approach several qualified buyers to create competitive tension and protect both price and your leverage.
FAQ
What is a digital agency worth?
Usually 3–6× EBITDA, driven up by retainer revenue, low client concentration and reduced founder-dependence, and down by project-based, lumpy income.
How do I make my agency sellable?
Move clients to retainers, diversify the client base, and build senior leadership that owns relationships so the agency isn't you.
Selling a digital agency?
We help owners value, prepare and sell — quietly, and for the best achievable price.